Novomatic Sells Admiral Austria to Tipico, A Strategic Move to International Markets

_{Tipico's acquisition of Admiral Austria highlights industry-wide consolidation trends. (Image: volkerpreusser / Alamy)}

2025 has begun with plenty of reshuffles, reorganisations and acquisitions in the casino industry. In one of the latest changes in online casinos, Novomatic has reached an agreement to sell its Austrian subsidiary, Admiral Austria, to the German betting provider Tipico.

Novomatic is aiming to increase its focus on international markets and enhance its global expansion strategy. Admiral's parent company, Atlas Group GmbH, is involved in the transaction. 

It is understood that the purchase price has not been disclosed and that it is subject to official regulatory approvals.

CEO Committed to International Growth Markets  

Novomatic CEO Stefan Krenn stated, "This decision underscores our commitment to prioritise international growth markets and accelerate our global expansion efforts."

The sale of Admiral Austria, which operates 150 betting and gaming machine locations across Lower Austria, Burgenland, Upper Austria, Styria, and Carinthia, aligns with Novomatic’s strategic realignment.

Aiming to bolster its presence, the move by Tipico compliments its existing network of over 1,000 betting outlets in Germany and Austria. The integration of Admiral’s operations will enable Tipico to expand its footprint in the increasingly competitive Austrian gaming market.

Austrian Gambling Sector Concerned Over Organised Crime 

The gambling sector in Austria is significant, with a gross gaming revenue of approximately 1.9 billion euros reported in 2018; however, the industry is not without its challenges.

Concerns over organised crime and gambling addiction persist, with current estimates indicating that around 60,000 individuals in Austria are struggling with gambling addiction—a figure that continues to rise.

Novomatic's move signals a broader industry trend towards consolidation and specialisation, as companies navigate the complexities of regional markets and seek growth opportunities internationally.